The contemporary advertising industry exploits children by using the most efficacious techniques, among them psychology. Apparently, children constitute the segment of the market most liable to subconscious persuasion of commercials, which, in turn, translates into tremendous efforts of marketers to exploit children's gullibility. And on the closer survey of western giant toy companies' revenues, these efforts appear productive. The complexity and subtlety of mechanisms working in this branch of the advertising business is particularly worth further analysis. This essay's purpose is to highlight children's marketing, which gradually becomes the topic of much heated debate. What are the aims, methods, and reservations concerning marketing to children are the questions of interest in this work. First of all, the present state of affairs in this branch of advertising will be discussed.
             As there is an abundance of research data gathered on advertising alcohol and cigarettes, relatively little data concerning children oriented-marketing is available. It seems that this branch of advertising has been neglected by public opinion's criticism. Of course, marketers have taken advantage of this dominating research programmes on children's psyche. Such research programs are being arduously carried out at 'R and D' (research and development) departments of various companies directing their products to children. James McKinnon, the author of the article Psychologist Act against Ad Doctors, states that "psychological research is now a widespread source of corporate inspiration. Psychologists are regulars at marketing conferences and n magazines like Selling to Kids and Sales" (2). One could wonder where lies the reason for such intensive effort by marketers to discover the intricacies of children's thinking.
             Obviously, the aim is first and foremost to make money and to draw as many clients as possible. Children's vulnerabilities are cunningly m...